Following a successful pilot in key locations across the United States, Swarovski is poised to roll out its Swarovski Created Diamonds jewellery collection in 200 stores in the US and Canada over the next year, and online at swarovski.com from November 2022.
The Austrian crystal house has been offering created diamonds since 2016 as part of its brand collaborations.
Building on its long-established heritage, and in-line with its strategy to reinforce its position in the luxury space, entry into the fine jewellery market is a natural evolution for the brand.
This Fall’s roll out includes four ranges of earrings, rings, necklaces, and bracelets featuring Swarovski Created Diamonds and crafted from 18-karat and 14-karat gold, as well as sterling silver. The collections have found favour with the American consumer, with sales exceeding expectations.
Alexis Nasard, CEO, Swarovski, commented: “Swarovski’s brand equity, unique savoir-faire and artistry give us the legitimacy to enter the fine jewellery market. We look forward to delighting more customers with the ultimate combination of creativity and materials, through our created diamonds. Swarovski’s created diamonds are 100% real – they are identical to mined diamonds in every way except their origin. This expansion is a key manifestation of our LUXignite strategy, focusing on luxurisation, innovation, and serving customers in the key US market and beyond.”